There’s been a huge outcry about what Facebook is now doing with business/”fan” pages. This blog post covers it excellently.
The short version is that Facebook is purposefully NOT showing all of your business posts to all of your fan base. You can expect maybe 15% or so to actually get your post in their feed. Why? So that Facebook can sell you sponsored posts. As in you can reach 15% of your audience for free. Want to reach the rest of them? Pay up. Want to reach friends of your fans? Pay more. The linked blog post above explains it well. That’s just my summary in case you don’t read that blog post (go read it and then come back!).
Email Mailing Lists Can’t Die Yet
I really thought email mailing lists were dying off. When was the last time you joined one on purpose? When was the list time you unsubscribed from one you never joined, but somehow you were on it? It seemed like I have been doing lots of unsubscribing and NO subscribing. I looked at some of my old mailing list stats, and just figured people reading emails seemed to be a dying thing.
I remember blogging about how many TV commercials had Facebook URLs on them at the end. Major companies though it would be better to reach people through Facebook than through their own websites. Think about that a moment. And now Facebook says, “Thanks for driving traffic to us. We’ll rent you your own fan base.”
What’s My Reaction?
The main biz/fan page I pay attention to nowadays is the one for my startup. I added two custom tabs last week. One shows you our Twitter feed, which has all of our Facebook posts plus all of our tweets (so you can’t miss anything, even if Facebook is hiding it from you). The other custom tab has an interface to sign up for our email mailing list. We’re only sending out about one email a month. But hey, if you are interested in my startup and where it’s going, I don’t want you to miss a Facebook post.
Best to get as many people as possible joining our email mailing list, and secondarily, following on Twitter if they’re into Twitter.
I believe Facebook’s recent desperate measures will backfire. They won’t be able to conduct business that way. Major companies will put the emphasis back on their website, and try less hard on Facebook. Maybe this is the break Twitter needs to surge again.